Madison Accessories : Explosive Growth

Achieving Organic Traffic Surge, 5000% increase in New Users, and 3X Revenue growth through Online Channels for Madison Accessories

Overview

Madison Accessories, a prominent Bags & Accessories retailer in Australia and New Zealand, sought to increase their online visibility and drive sales through their e-commerce platform. They partnered with 23 Digital, a Melbourne-based digital marketing agency, to overhaul their digital marketing strategy with a focus on search engine optimisation (SEO) and Paid Media advertising.

Objectives

The primary objectives set for the partnership included:

  • To significantly boost organic search traffic.
  • To enhance the quality and quantity of backlinks.
  • To improve Paid Media advertising efficiency.
  • To outperform competitors in organic search rankings.

6 Months+

B2C, Fashion Accessories

20+ years

3

$100K+

Search, Paid, Social and Display

Digital Strategy, eCommerce CRO, Search Marketing, Social Marketing

Drive Organic Traffic, Increase Conversion, Engage Audience, Brand Awareness

Australia & USA

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01

Strategies and
Implementation

SEO

23 Digital conducted a comprehensive website audit to identify SEO opportunities and implemented the following strategies:

  • Keyword Optimisation: An in-depth analysis was carried out to target high-value keywords, leading to an increase in rankings for 1-3 position keywords.
  • Content Enhancement: The creation and optimisation of content were prioritised to match user search intent, which improved the domain’s relevance and authority.
  • Backlink Strategy: A robust backlink profile was developed by acquiring high-quality, ‘followed’ backlinks, which significantly improved the site’s domain rating (DR).

Paid Media

Paid search campaigns were refined with the following tactics:

  • Keyword Targeting: By targeting specific, high-intent keywords, the campaigns became more competitive, as evidenced by improved traffic and cost-efficiency.
  • Ad Optimisation: Continuous A/B testing of ad copy and landing pages led to an increased quality score and lower cost per click (CPC).
02

Results

The strategies implemented by 23 Digital delivered remarkable results:

  • Organic Search Traffic: There was a surge in organic traffic, climbing to over 24.3K visits.
  • Backlink Profile: The backlinks increased to 1.9K with a significant majority of ‘followed’ links, indicating trust and quality in the eyes of search engines.
  • Paid Search Efficiency: Paid search campaigns saw traffic valued between $58K to $85K with a reduction in costs, demonstrating improved ROI.
  • Competitive Edge: Madison Accessories now outranks top competitors in organic search with a larger share of common keywords.

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